Encouraging families to view residential aged care as a means to enrich their loved ones’ quality of life.
Awaken has delivered 'Find Your Community' campaign for leading Australian residential aged care provider Opal Healthcare.
Opal HealthCare is one of Australia’s leading providers of residential aged care services. It manages 133 residential aged care communities in metro and regional areas across NSW, Victoria, Queensland, Western Australia and South Australia.
The campaign series aims to connect with Australians exploring aged care options for their ageing loved ones. It encourages families to view residential aged care as a means to enrich their loved ones’ quality of life.
Awaken creative strategist, Amelia Morgan, said that Opal HealthCare knew that aged care needed a new story.
“Find Your Community highlights how residents can truly thrive in a warm, supportive environment, while referencing compelling research that underscores the health risks of isolation and subsequently the benefits of social connection, from slowing the progression of dementia to enhancing overall longevity,” Morgan said.
The commercials follow a narrative with an unexpected twist. The solitude of in-home care transforms into the joy of community living, through shared meals, friends embarking on joyful activities and engaging social interactions within Opal HealthCare’s care communities.
Awaken CEO, Chris Parker, makes an appearance in one of the commercials as a tradie.
"This campaign speaks to families who want the best for their loved ones but feel hesitant. It celebrates the joy of Aged Care while addressing the guilt families may feel," Morgan said.
Campaign Credits
Agency: Awaken
Awaken CEO: Chris Parker
Creative Director / Strategist: Amelia Morgan
Account Manager: Ingrid Kroger
Media Direction: Angie Gannon
Media Manager: Alysha Barrie
Production Crew: Makker Studio
Director / DP: Mitch Loveday
1st AC: Zach Bowden
2nd AC: Matias Decker
Gaffer 1: Tommy Keys
Gaffer 2: Charlie Grey
Sound: Glen Fitzpatrick
H&MU: Amy Cooper
Digital Design: Preoccupied
End Frame Designer: Owen Kane
Marketing Team: Opal HealthCare
Head of Marketing and Community Engagement: David Tang
Head of Digital: Kerri Thomas
Marketing Coordinator: Rose Zogou
Director, Communications and Sustainability: Roseanne Cartwright
